What is Vitality Group’s competitive advantage? What is changing in the environment that is putting this advantage at risk?

Using the uploaded case study, please answer the following questions: 1) What is Vitality Group’s competitive advantage? What is changing in the environment that is putting this advantage at risk?

2) In this new environment is Vitality’s data on 2-4 million users still a competitive advantage? And based on the answer to that question, how would it change the company’s decision on its three options?